Sydney-based marketing stunt goes viral
Sydney-based start-up Butter Insurance has gone viral with a clever marketing stunt to reveal their Christmas campaign, ‘When Things Go Wrong This Christmas’.
A billboard in Sydney’s Kings Cross featured what appeared to be an advertising faux pas – an image placeholder with the recognisable ‘lorem ipsum’ dummy text.
Locals expecting to see a polished ad were instead greeted with a seemingly unfinished billboard, which left them confused and praying for the marketing intern’s job. Yikes!
But, upon closer inspection, the billboard shows Butter Insurance’s campaign punchline.
“The best ideas often come from the most unexpected places,” said Josh Kessel, marketing lead at Butter Insurance.
“Our billboard is a metaphor for life – sometimes it doesn’t go as planned, but Butter Insurance is here to help you pick up the pieces during the holiday season and beyond.”
The campaign ingeniously plays on the theme of mishaps and the need for insurance, even in the world of advertising. It suggests that Butter Insurance is the go-to solution for unforeseen events during the festive season.
The campaign not only caught the attention of Sydney locals, but also went viral on social media – namely TikTok.
The companies TikTok page, ‘Josh from Marketing’, has had several viral hits, including a cheeky ROI joke – that has over 5 million views.
@joshfrommarketing Who knew… #marketing #theoffice #returnoninvestment ♬ original sound – Josh from marketing
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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